Table of Contents
Acknowledgments v
I Introduction 1
1 Good Intentions Aren’t Enough: Why Some Marketing and Corporate Social Initiatives Fail and Others Succeed 3
2 Six Social Initiatives for Doing Well by Doing Good 21
II Marketing Driven Initiatives: Growing Sales and Engaging Customers 47
3 Cause Promotion: Persuading Consumers to Join Your Company in a Good Cause 49
4 Cause-Related Marketing: Making Contributions to Causes Based on Product Sales and Consumer Actions 82
5 Corporate Social Marketing: Supporting Behavior Change Campaigns 111
III Corporate-Driven Initiatives: Expressing and Advancing Your Company’s Values and Objectives 139
6 Corporate Philanthropy: Making a Direct Contribution to a Cause 141
7 Community Volunteering: Employees Donating Their Time and Talents 158
8 Socially Responsible Business Practices: Changing How You Conduct Business to Achieve Social Outcomes 177
IV Offense and Defense 197
9 Offense: Choosing a Social Problem to Alleviate 199
10 Offense: Selecting a Social Initiative to Support the Cause 206
11 Offense: Developing Social Initiative Programs 211
12 Offense: Evaluating Efforts 217
13 Summary of Best Practices 223
14 No Good Deed Goes Unpunished: Dealing with Cynics and Critics 228
V For Nonprofits and Public Sector Agencies Only 237
15 A Marketing Approach to Winning Corporate Funding and Support for Social Initiatives: Ten Recommendations 239
Notes 253
Index 277